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Cultural Tourism in Regional NSW

In 2024, the NSW Regional Arts Network commissioned Patternmakers to produce a new analysis of cultural tourism in regional NSW.

Last year, cultural tourism experiences in regional NSW attracted an estimated 5.8 million visitors, who generated $6.2 billion in visitor expenditure in the State.

That makes it larger than the cultural tourism sector in metro NSW, and any other regional area of the country.

Cultural tourism, while pivotal for the economy, is also socially and culturally important, enabling visitors to learn and engage with Australian communities in a deeper way.

In 2024, the NSW Regional Arts Network commissioned Patternmakers to produce a new analysis of cultural tourism in regional NSW. In light of the NSW Government's focus on 'experience tourism', this report provides insights into the scale of cultural tourism and opportunities to support its development.

As part of this project, we produced a database that confirmed at least 3,200 cultural tourism experiences on offer in regional NSW — the largest picture of cultural tourism to date. 

With tourism still recovering from the pandemic, there are signs that authentic, engaging cultural tourism experiences will be important for the future growth of the tourism industry.

Download the Report

Click the button below for the full story on the state of cultural tourism in regional NSW, including five areas of opportunity for development and regional snapshots of 15 Regional Arts Development Organisations (RADOs). 

 

Data was collected by a scan of existing literature, stakeholder interviews and collating available tourism listings from various sources. Regional Arts Development Officers (RADO) were invited to add missing experiences active in their regions.

The NSW Regional Arts Network and Patternmakers would like to acknowledge the participants in this research, who took their time to contribute to this study, and the organisations involved.

If you have any thoughts or questions about the research, get in touch with us via info@thepatternmakers.com.au.

 

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Creative Sector Mapping with Arts Mid North Coast

In 2023, Arts Mid North Coast commissioned Patternmakers to help develop a new, evidence-based strategic plan to support the region’s creative sector.

As the most populated regional area of NSW, the creative industries play a huge role in the Mid North Coast culturally, socially, and economically.

In 2024, the region’s peak arts organisation, Arts Mid North Coast (AMNC), commissioned Patternmakers to help develop a new evidence base to support the region’s creative sector.

Data was collected via a combination of 7 stakeholder interviews, 3 public consultation/networking events, 5 online focus groups and a survey with 352 respondents.

Key findings

The Mid North Coast is changing, and the region is now home to over 3,000 cultural and creative sector workers.

  • Since 2016, employment and business counts in these industries both grew over 20%. Within this set of industries, there is a vibrant population of artists, including long-time locals (60%) and newcomers (40%) from places like Sydney and Melbourne which are becoming unaffordable for artists.

  • There is a sense that the region has ‘come a long way’ in recent years, with exciting developments like new facilities, increasing gallery sales in some places, and cultural venue redevelopments.

  • However, right now, the arts is suffering in the context of what some are calling ‘eco-social collapse’. The pandemic and cost-of-living crisis have taken their toll, and some people and organisations are downsizing or moving out of the sector altogether.

  • There is ambition in the sector not just to survive these tough times – but continuing growing a flourishing creative community in the region.

Download the Fact Sheet

Click the button below to read the community profiles and creative opportunities for the six LGA’s in the region: Kempsey, Bellingen, Port Macquarie-Hastings, Mid-Coast, Nambucca Valley & Coffs Harbour.

 

About the commissioning organisation

Arts Mid North Coast is committed to supporting and collaborating with government, communities, organisations, business, and individuals to build capacity and create opportunities for the arts and creative industries.

AMNC envisions a vibrant and diverse region that embraces the creation, understanding and appreciation of the arts on fostering economic, community, cultural and environmental opportunities, and benefits.

AMNC is now in a new chapter, with a new Director and working towards a new strategic plan. They want to develop strategies around projects and programs that are most needed, and know how to prioritise these moving forward.

Acknowledgements

Arts Mid North Coast and Patternmakers would like to acknowledge the participants in this research who took the time to contribute to this study.

If you have any thoughts or questions about the research, get in touch with us via info@thepatternmakers.com.au.

 

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Creative Sector Mapping with Arts Northern Rivers

The Patternmakers team worked with Arts Northern Rivers on a Creative Sector Mapping Project in 2023.

In 2023 and 2024, the Patternmakers team is working with Arts Northern Rivers on a Creative Sector Mapping Project to quantify the sector’s activity and needs, and identify opportunities for the future.

Arts Northern Rivers is the region’s peak arts body committed to fostering creative industries, encouraging excellence, and working to ensure access and engagement with arts and cultural activities.

In the wake of the 2022 storm and flooding events which affected the region, ANR has led a number of initiatives to bring the creative community together, revitalise cohorts and networks and support the Northern Rivers on its path towards a thriving future.

With support from the NSW Government, ANR commissioned Patternmakers to undertake a Mapping Project in 2023 and 2024, to measure the region’s creative sectors and explore a strategic approach to recovery support, investment and infrastructure across the region.

Image Credit: Kate Holmes, courtesy of Arts Northern Rivers.

 
 
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Evaluating the Impact of NGA Exhibition Touring

Patternmakers is working with the National Gallery of Australia to evaluate the impact of exhibition touring across the country.

In 2023 and 2024, Patternmakers is working with the National Gallery of Australia and regional galleries around the country to evaluate the impact of NGA tours.

Each year, the National Gallery of Australia creates and tours a range of exhibitions, from contemporary and historical works by Australian and international artists. The tours range from large-scale exhibitions with complex needs for climate controlled spaces, to virtual reality experiences and Art Cases able to travel to schools, libraries and aged care homes to inspire creativity, inclusivity, and learning.

Patternmakers will be collaborating with the NGA team and regional galleries to gather data and understand how audiences and communities engage and interact with tours, what they take away, and how all involved can work together to continue growing the impact of Australia’s largest collection in regional places.

 

Take the survey

Have you engaged with a National Gallery of Australia touring exhibition? Whether that be the Terminus VR experience, the Know My Name: Australian Women Artists exhibition or Patricia Piccinini's Skywhales, we want to hear from you. 

In June 2024, The National Gallery of Australia, in partnership with galleries around Australia, is launching a survey of Australian visitors to touring exhibitions. We want to know what touring exhibitions resonate with you - and how Australian communities can get even more value from access to the national collection. 

This short survey only takes 10-15 minutes, and by participating, you can enter the draw to win one of 3 x $200 Mastercard e-giftcards.

By entering the survey you are consenting to Patternmakers’ Privacy Policy.

Image credit: Patricia Piccinini, Skywhale, 2013, National Gallery of Australia.

 

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Dance Sector Uplift Project with Arts Northern Rivers

The Patternmakers team worked with Arts Northern Rivers on the Dance Sector Uplift Project in 2023.

In 2023, Arts Northern Rivers commissioned Patternmakers to assist with the Dance Sector Uplift project, designed to reactivate dance, physical theatre and experimental performance across the region.

We analysed and compiled the results of artist surveys and consultations with members of the Northern Rivers community into a report in order to inform the direction and outcomes of the project.

Read the report below to identify the strengths and challenges, supported with evidence and data, and recommendations on how to plan ahead, to create a vision, and help independent artists realise their creative potential while working collectively within the community.

Image | Dancers: Omer Backley-Astrachan, Kirsty Kiloh, Charemaine Seet in The Draw IN by Geraldine Balcazar. Photograph by Shane Rozario.

 
 
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Market research into the circular economy for Markot and we scout

In 2023, the Patternmakers team worked with Markot and we scout to engage in market research into the circular economy for major baby and parent goods.

In 2023, Patternmakers worked with Markot and we scout to engage in market research into the circular economy for major baby and parent goods.

Through a survey, Patternmakers gathered insights into the key attitudes and behaviours of Australian parents related to the circular economy for major baby and parent goods, including awareness levels, current engagement patterns, perceptions around waste and the need for circular economy options for major items, and the barriers to entry.

Patternmakers also tested Australian parents' interest in Markot's proposed buy-back scheme for major baby and parent goods as a new circular economy, and gathered insights into how such a scheme would impact families, the economy, and the environment.

 
 
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Producing an action plan for arts and culture on the West Coast of Tasmania

In 2023, Patternmakers, with facilitation by West Coast Council, The Unconformity and WD Booth Charitable Trust, will produce a shared vision for arts and culture on the West Coast of lutruwita/Tasmania.

In 2023, Patternmakers, with facilitation by West Coast Council, The Unconformity and WD Booth Charitable Trust, will produce a shared vision for arts and culture on the West Coast of lutruwita/Tasmania.

The West Coast Cultural Strategy is an action plan that aims to establish a future vision and roadmap for West Coast arts and culture, as informed by members of the community.

The strategy intends to:

  • Review arts and culture on the West Coast and how it serves the community

  • Invite artists, groups, businesses, audiences and community members to share ideas, needs and opportunities

  • Develop a shared vision for arts and culture on the West Coast, including strategic goals and action items.

All people who live, work on, or have ties to, the West Coast are invited to contribute to this strategy.

There are a range of ways to engage:

  • Community discussion groups in March and May 2023

  • Online and physical surveys

  • One-on-one meetings with the consultants.

For more information, visit:

culturalstrategy.theunconformity.com.au

 
 

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The Power of Youth Arts

Patternmakers collaborated with ATYP to produce a new research resource that tells us about the benefits of performing arts participation for children and young people.

In 2022, the Patternmakers team collaborated with the Australian Theatre for Young People (ATYP) to discover what the research tells us about the benefits of performing arts participation for children and young people.

We’ve created a research guide that aims to consolidate the wealth of existing research on the benefits of performing arts participation for children and young people, making this evidence-based resource accessible and able to be shared in numerous ways within the sector.

Click the button below for the full report, summary, and the 5 key messages we’ve identified about young people and arts, supported by the literature.

Image Credit: Brett Boardman, courtesy of ATYP.

 
 
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Partnering with Arts Northern Rivers on flood recovery in the creative industries

The Patternmakers team worked with Arts Northern Rivers on a project to assist with creative industries flood recovery.

In 2022, the Patternmakers team worked with Arts Northern Rivers on a project to assist with creative industries flood recovery.

The Northern Rivers Creative Industries Recovery Forum was held on 28 and 29 July 2022, five months after severe storms and flooding hit communities across Northern NSW and Southern QLD.

Over 200 artists and arts workers gathered in Lismore, NSW, to connect and discuss the question: ‘What’s next in terms of creative industries recovery?’.

Click below for the full report, the 5 top areas of need, and 6 recommendations for intervention, to ensure the creative industries flourish again after the disaster.

Image Credit: Kate Holmes, courtesy of Arts Northern Rivers.

 
 
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A case for stronger STEM promotion

Patternmakers was commissioned to evaluate the reach and impact of Inspiring Australia Queensland and their efforts to facilitate STEM engagement.

 

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A case for stronger STEM promotion

An Impact Evaluation for Inspiring Australia Queensland (IAQ)

During the period between 2017-2021, IAQ invested $144,000 each year to support STEM engagement in the state – with $75,000 devoted to National Science Week.

Ahead of a new funding period beginning in 2022, Patternmakers was commissioned to conduct a series of stakeholder interviews, data analysis and 5 case studies to evaluate its impact and identify learnings for the future. We were thrilled to take on the task and apply our research skills within the STEM sector on such a high-profile event such as National Science Week.

Key findings:

The need for programs like IAQ appears to be increasing, as Australia faces worsening STEM outcomes in some areas.

With concerning trends surrounding STEM education, lack of job-readiness in Australia, and the underrepresentation of women and First Nations people in STEM education and employment, programs like IAQ are incredibly valuable.

18% of Queenslanders participated in National Science Week (NSWk) in 2021, up from 9%, with digital events helping to increase the event’s reach

A Kantar Public survey of 1,200 Queensland residents aged 18+ showed that National Science Week has broad awareness among Queenslanders (48% of respondents had heard of NSWk in 2021, up from 42% in 2018).

The digital availability of events appears to have made them more accessible – with around 1 in 5 people participating doing so online.

Major National Science Week events have reached up to 5,000 people in-person and 170,000 people online

Major events organised by the NSWk Coordinating Committee are having significant reach, such as the Queensland Firebirds Game which spread the IAQ message to up to 5,000 people - while a Twitter Takeover allowing STEM experts to answer questions and promote their research garnered 170,000 impressions. This tells us that NSWk is achieving its goal of making science accessible and appealing for many attendees.

Supported by Inspiring Australia QLD, 6 Regional STEM Hubs are offering opportunities for networking and regional development

Between 2017-2021, 6 Regional STEM Hubs in QLD were established with the goal of inspiring community collaboration and grassroots science engagement in key regions. Networking appears to be a real strength of the hubs, and many have formed robust cross-sector partnerships with universities, tourism partners and local businesses. Leveraging their regional networks and relationships, STEM Hubs have been able to deliver local events that appeal to community members or speak to community science needs.

Case studies demonstrate the broad range of impacts occurring through IAQ investment:

  • Tec-NQ’s Open Day used IAQ funding to show prospective students that the trades are STEM careers

  • An Indigenous Science Experience helped students at Logan schools appreciate Indigenous Australia’s long history of science innovation

  • Cobb+Co Museum’s role as ‘the centre’ of the Darling Downs STEM Hub helped the organisation grow its networks – and reach more Toowoomba residents with science

  • IAQ’s organising committee partnered with the Firebirds to reach young women and girls at a netball game and demonstrate the possibility of a STEM career

  • A ‘Future Earth’ panel at Marsden State school utilised young STEM leaders to show high school students the career possibilities related to climate solutions.

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Partnering with Abbotsford Convent's PIVOT program to provide research insights

Patternmakers is working with the PIVOT program at Abbotsford Convent, a program aimed at providing independent artists with resources and space as they adapt to a ‘post-pandemic’ sector

Patternmakers joined the PIVOT program at Abbotsford Convent last year, a program aimed at providing independent artists with resources and space as they adapt to a ‘post-pandemic’ sector. Our role was to equip participating artists with research insights and evaluation opportunities they might not have had access to otherwise.

Our role has involved facilitating discussions between participants, presenting audience research from the Audience Outlook Monitor, conducting depth interviews with lead artists, producing case studies, and conducting two surveys of lead artists, collaborators and audience members.

Look out for our final report, coming soon in April.

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Creating resources for sector-wide advocacy with the NYAC program

Patternmakers has partnered with ATYP and other Youth Performing Arts organisations to produce a set of advocacy assets for the National Youth Arts Connections (NYAC) program.

Patternmakers has partnered with ATYP and other Youth Performing Arts organisations to produce a set of advocacy assets for the National Youth Arts Connections (NYAC) program.

The NYAC program is designed to strengthen relationships between Youth Performing Arts organisations and communicate the importance of Youth Arts to funders and other stakeholders. Patternmakers‘ role is to review existing research about the impacts of Youth Arts and generate some key messages that can be shared by Youth Performing Arts organisations to advocate for the sector.

We’re looking forward to presenting our findings at the NYAC summit in July 2022.

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Growing audiences at Sydney Observatory

We conducted visitor research for the Sydney Observatory with 2,000 Sydneysiders and tourists to understand motivations and barriers to attendance.

We conducted visitor research for the Sydney Observatory, including focus groups, mini group sessions and a survey of over 2000 Sydneysiders and tourists to understand motivations and barriers to attendance.

The insight derived from this research shaped the development of future Observatory events, programs and experiences. It informed decisions about branding, marketing, exhibitions, and programs for the future of MAAS.

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Research Framework and Data Roadmap for Canberra Glassworks

In 2020, we worked with Canberra Glassworks to develop a research framework and data roadmap for the organisation.

We worked with Canberra Glassworks to develop a research framework and data roadmap for the organisation.

The project enabled Canberra Glassworks to agree on a measurement approach for their board for their new Strategic Plan.

Image Credit: canberraglassworks.com/visit/

 
 

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Research Framework and Data Roadmap for La Boite Theatre Company

In 2019, we worked with La Boite Theatre Company to develop a Research Framework and Data Roadmap.

In 2019, Patternmakers worked with La Boite Theatre Company to develop a Research Framework and Data Roadmap.

This work will be used to inform the organisation’s strategic activity as it approaches its centenary in 2025. The project involved a Data Jam workshop with La Boite’s staff, and the development of a Data Roadmap.

Image Credit: laboite.com.au/about

 
 

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